Listen to the Puppet: Ontario campaign offers lessons in consumer rights

Ontario’s Ministry of Consumer Services has launched a new campaign centred on consumer protection. The Ministry created a new brand, Consumer Protection Ontario, to educate consumers about their rights and help them avoid getting ripped off or scammed. “Our goal [for the new brand] was to create a graphic identity that people would recognize as […]

Ontario’s Ministry of Consumer Services has launched a new campaign centred on consumer protection.

The Ministry created a new brand, Consumer Protection Ontario, to educate consumers about their rights and help them avoid getting ripped off or scammed. “Our goal [for the new brand] was to create a graphic identity that people would recognize as a symbol for the go-to place to find credible information they can trust,” said Cindy Greeniaus, director of communications at the Ministry of Consumer Services.

An advertising campaign, created by Cundari, features a puppet character that helps people ask the right questions in situations where they might be taken advantage of.

“We know that information about consumer protection, such as what they need to know before they sign a contract, is pretty dry material. But it’s really important information they need to know,” said Greeniaus. “We wanted something that would break through the clutter and catch people’s attention. The puppet sort of became the person’s inner voice in terms of asking the right questions.”

The campaign also includes online ads on sites such as GlobeandMail.com, TheStar.com and Yahoo, as well as a dedicated website.

The four-week campaign runs until April 14. ZenithOptimedia handled the media planning and buying.

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